TV summer fare fails to hold viewers

The big broadcast networks started their fresh summer programming earlier than ever this year, but viewers smelled staleness and stayed away.

With the exception of WB’s “Beauty and the Geek,” which averaged nearly 4 million viewers (a hit by that network’s standards), and ABC’s “Dancing with the Stars,” which snared some 22 million viewers with Wednesday’s finale, it’s another summer of doldrums.

“Nothing else has struck a chord with viewers,” says Starcom Media’s Laura Caraccioli-Davis.

A rash of new reality series – “Hit Me Baby One More Time,” “I Want to Be a Hilton,” “The Scholar,” “Average Joe 4” and “The Cut” – are duds. Scripted network leftovers “Empire” and “The Inside” also left viewers yawning.

Some network shows have been eclipsed by usually lagging basic-cable fare. Cable ratings standouts have included such dramas as “The Closer,” “The 4400” and “Into the West.”

Weak network programs might be at fault, and the early start might have caught viewers by surprise.

“The audience kind of enjoys a little breather at the end of the season,” says CBS scheduling chief Kelly Kahl.

What’s missing this year is a broad new phenomenon such as “Survivor” or “American Idol,” which lit up past summers.

Last year, a similar wave of copycats fizzled, leaving established holdovers “The Amazing Race” and “The Simple Life” as the top draws; both are absent this summer.

But hope springs eternal. Thursday saw the sixth-season premiere of CBS’ “Big Brother,” and Sunday brings three more reality entries: VH1’s “The Surreal Life” (9 p.m.) and “Hogan Knows Best” (10 p.m.), starring newly domesticated wrestler “Hulk” Hogan; and Fox’s “The Princes of Malibu” (8:30 p.m.), about the spoiled stepsons of music producer David Foster.

On the musical front, there’s the CBS singing competition “Rock Star: INXS,” which premieres Monday (9 p.m.), and Fox’s “So You Think You Can Dance” (July 20), a contest from “Idol” producers.

Also due: ABC’s “Brat Camp,” designed to straighten out wayward young people (Wednesday, 9 p.m.); “Hooking Up,” ABC News’ documentary series about online dating (Thursday, 9 p.m.); NBC’s “The Law Firm,” producer David E. Kelley’s first reality series (July 28); and the return of “Biggest Loser,” the dieting contest that was one of NBC’s bright spots last season (Aug. 9).